Lecture Marketing management: Chapter 8 – Nguyễn Thị Trang Nhung (tt)

8<br /> Creating<br /> Brand Equity<br /> <br /> Marketing Management, 13th ed<br /> <br /> Chapter Questions<br /> • What is a brand and how does<br /> branding work?<br /> • What is brand equity?<br /> • How is brand equity built, measured,<br /> and managed?<br /> • What are the important decisions in<br /> developing a branding strategy?<br /> <br /> Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 9-2<br /> <br /> ESPN: A Strong Brand<br /> <br /> Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 9-3<br /> <br /> Steps in<br /> Strategic Brand Management<br /> • Identifying and establishing brand<br /> positioning<br /> • Planning and implementing brand<br /> marketing<br /> • Measuring and interpreting brand<br /> performance<br /> • Growing and sustaining brand value<br /> Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 9-4<br /> <br /> What is a Brand?<br /> A brand is a name, term, sign, symbol<br /> or design, or a combination of them,<br /> intended to identify the goods or<br /> services of one seller or group of<br /> sellers and to differentiate them from<br /> those of competitors.<br /> <br /> Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall<br /> <br /> 9-5<br /> <br />